A new report from Later is the latest to find that creators have formed an alliance with AI, as 87% of creators say AI has increased the quality of their content, and 77% of brands see superior results when they employ AI tools in their campaign.
If you are thinking “yeah yeah, AI hype,” then stay awhile – this one has some meat.
Creators aren’t merely tinkering with AI, the report says – they’re integrating it into their workflows.
For instance, 76 % use AI for ideation and 58 % for caption and copywriting support. One creator quoted in the partner blog said the tool “takes my thoughts and ideas and turns them into a more professional caption” – I’ll confess, that did hit home.
I know myself well enough that there are days where we’re all operating on low mental battery, and I would kill for that help.
On the branding side, this is no longer small-time testing. Brands say they are using A.I. to investigate audience behavior in real time, hone content targeting, accelerate production and lower costs.
The sort of “move fast, pivot faster” mantra typically out of the mouths of tech companies is mainstreaming for content creators and marketers. It’s a bit wild when you consider it.
But make no mistake – I’m not ignoring the caveats. Yet even with all those numbers, AI is not magic.
The study does note, however, that creators still need to keep a voice, authenticity and strategic oversight.
Later’s deep dive reveals that the most successful value AI as a collaborator, not a substitute. So if you’re a creator, brand or agency: do use AI – but don’t give away the steering wheel.
Here’s something I wonder about: will audiences eventually become aware that they’re being marketed to by a computer, as AI employs more guerrilla tactics for campaigns?
“If everybody is using the same tools, will copy start to sound identical?” One recent academic paper makes the case that AI can add quantity and speed at the risk of authenticity and perceived quality. Brands will probably be monitoring this space closely.
My personal take? This is a significant change, not an incremental evolution. We’re past the point of “should we try experimenting with AI?” but “how deep are we integrating AI into our strategy?”.
Their media release reads: Later refers to AI as “the connective force between creativity and performance,” which should tell you something.
If you’re reading this and looking toward your next campaign – or wondering about the viability of adding an AI assistant to your workflow – now is the time. Just never forget: the resources are only as good as the people using them.
In conclusion: AI in creator and brand workflows is less optional, more vital. Whether you’re creating content, growing your brand, or just want to know where marketing is heading next-this update from Later is definitely worth the read.